How to use Google analytics by Tim Leighton-Boyce

1. Coming Up: GA New in last 6 months

2. Google Analytics: Latest and Bestby Tim Leighton-Boyce So, what can I do with these shiny new toys?

3. Background Started out in mail order: 1978 Started analysing how people use web sites: 1994 Analytics+marketing insight = increased conversions Client engagements Thorntons Healthspan/Healthy Direct Joules English Heritage Interflora Sweaty Betty

4. What do I do? Long term (typically years…) retainer-based Ongoing research and best practice advice Systematic Voice of Customer Survey Analysis and trending Ad hoc usability testing, troubleshooting and error tracking Regular Google Analytics analysis (checkouts, KPIs, errors) Medium term (3 to 6 days) one-off projects Full site audits and recommendations for improvement GA custom tracking and configuration Short term (1 to 2 days) one-off projects GA health check and advice GA specific project analysis GA training

5. Agenda

6. Main Theme Getting new customers

7. Getting New Customers People who have a Need To Know Like And Trust you Credit: John Jantsch: www.ducttapemarketing.com

9. Custom Dashboards Timelines Metrics Tables also Pie Charts…

12. Custom Reports: Generic Search Visits Bounce Rate Conversion Rate Transactions Revenue Keywords

13. Entrance Pages for Keywords Drill down to Landing Pages

14. Engagement Metrics for Keywords Visits Bounce Rate >3 pages Saw product Add to Basket Conversion rate

15. Products Sold by Generic Search Quantity Revenue Products

16. Keywords specific to product Quantity Revenue Keywords

17. Entrance Page & Engagement Visits Bounce Rate >3 pages Saw product Add to Basket Conversion rate Entrance Page

18. Entrance Page & Engagement Drill down to Keywords

19. Entrance Page & Products Quantity Revenue Entrance Page

20. Entrance Page & Products Quantity Revenue Drill down to Products

22. Site Speed Reports Avg Speed Pageviews Sample Bounce Rate % Exit

23. Site Speed Report Filter

24. Site Speed Report Filter

26. Multi-channel: Conversion Paths

27. Multi Channel Funnel Overview

28. Even More Reports Know & Trust Like

30. To

31. GA is confusing and complex and they keep adding more stuff

32. GA helps me with the exactly the projects I’m working on now

34. Please keep in touch! Follow me on Twitter, Linked In, Facebook etc: http://profiles.google.com/tim.lboyce Links: Working with brand keywords: http://bit.ly/brandkeywords Build a custom report: http://bit.ly/gacustomreport